the 15th time I saw him, out of the emotional effect it causes, I noticed a little thing: the wall behind the gorilla's corporate colors (white and purple ) in the box of chocolate.
wall which is visually the gorilla which has instead the color of chocolate.
The gorilla is very clearly (the personification of) chocolate bar, full of joy and vitality.
To sum up, this commercial is based around the choice of art direction that there is more mundane and predictable (the use of the brand's corporate colors), and the great skill with which it has been disguised to put the product in the center of advertisement do with it without noticing.
So, this spot works because it was premeditated and planned by ad aware (and not by artists schizoid), with most of rationality and minimal creativity, and the client approved it because it's a good account will have explained what , and not because it was a very brave client.
Here it's all about engineering, not creativity. At it again carefully.
says: "The absence of premeditation" and "The idea was not to have ideas." Maddeche? Of course it's amazing how in this business we can get to manage multinational agency without knowing anything about this business.
I'm going to play a lot is better, go ...
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